[Market-farming] More thoughts on marketing
JayGee at jghelp.com
Thu Feb 10 18:10:27 EST 2005
On Wed, 09 Feb 2005 11:11:30 -0700, Tradingpost wrote:
> More thoughts on marketing. As it works today, the marketing industry is
> about creating demand, selling people things they don't need or didn't want
> in the first place. Olgivig On Advertising explained it all years ago. We
> already know this. We know it works too, with the average kid seeing
> 100,000 commercials by the time they get out of high school. We never see
> TV ads or billboards constantly telling us to shop our local farmers
> market. They don't drown us in images hammering home the message that to
> be rich, sexy, or popular we have to shop our local farmers market. And we
> can't compete head on with the billions they spend advertising. It's a
> rigged game where we're bound to lose playing by their rules. I'd suggest
> natural, locally grown food needs a very different marketing strategy from
> what the industrial food culture employs.
Just what "marketing strategy" would you recommend?
Playing by the rules of the marketers allows you to
capitalize on all of the trained behavioral cues
that big marketers have made familiar.
If you try to reinvent the wheel, or "advertise the health
value of brushing teeth instead of trying to sell tooth
brushes" as David Ogilvy wrote, you wind up behind
the pack, or worse, out of business because you
spent all your advertising budget on a campaign
with no or low resonance with prospective customers.
If you ask those high school grads which of the 100,000
commercials they remember and can describe accurately,
don't be surprised if they are only able to recount 100 or
not a farmer -- but interested in farming
Free marketing aids for farmers at:
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